MODERN APPROACHES TO MANAGEMENT OF THE INNOVATION POTENTIAL OF THE ENTERPRISE

The author substantiates the essence of the innovative potential of the enterprise and its importance for ensuring sustainable economic development and increasing competitiveness. The current state of innovative activity in Ukraine has been evaluated based on a number of international ratings, including Global Innovation Index, Global Startup Ecosystem Index, European innovation scoreboard, and both positive and negative trends that have developed have been singled out. Approaches to the formation of the essence of the enterprise's innovative potential, as well as its structural elements, are highlighted. Modern approaches to the management of the innovative potential of the enterprise are characterized, with the selection of key tasks of an economic, social, digital, innovative and environmental nature. The key stages of managing the innovative potential of the enterprise are singled out, each of which is of crucial importance for the effective use and development of its innovative capabilities. The system of providing management of the innovative potential of the enterprise is defined and its main components are characterized, namely organizational support, planning of innovative potential, information provision, analysis and assessment of the innovative potential of the enterprise, control of the state and implementation of the innovative potential of the enterprise. The main approaches to the management of innovative potential depending on the level of risk are highlighted, which allow to achieve the strategic goals of the enterprise, taking into account its internal capabilities and adapting to external challenges. The priorities of state support for innovative activity are outlined and the need for interaction with business entities is substantiated, since this synergy is crucial for the successful development of the innovative environment